UK: Sean Mc Ternan, Solicitor: Metamorphosis
Last Updated: 3 November 2004

The rebranding of this niche practice as "mcternans" was announced today (29th October 2004).

Specialising in media law and mediation, reasons given were an increase in workload (requiring more than the initial one man and his dog) and the apparent confusion caused by the gap between the "c" and "t" in the surname. This has affected Web searches. One ribald wit among existing clients, frustrated by this cyber obstacle volunteered a suggestion for filling the gap. We shall move on.

A further reason is very closely connected with Mondaq itself. The American lawyers Goodwin Procter contacted the practice in August. In preparation for a conference, they had searched the web for "mediation and media". The only significant returns were the three articles written by Sean Mc Ternan and placed on Mondaq in 2003.

"This prompted me to take an outside look at the image of my practice. I had to write a new CV for use at the conference (which took place at the end of September in Washington) and decided that I could simply do better to present the context of the research and work I was doing."

The rebranding will coincide with the usual change of e-mail addresses and the launch of a web site;

Sean McTernan said, "This is not about changing the substance of what we do. In fact it arises from an attempt to focus more closely on the core activities. They are: prepublication work, contracts and representation and mediation. "

Although specialising in media related matters, pro bono mediation is undertaken through the charity SEAMS, dealing with neighbour disputes, homelessness and employment in East Anglia. The mediation brief extends to all commercial, contractual matters but the emphasis on media related disputes is reflected in the formation of the MEDia.dr group. This group will have its first meeting and seminar in London on the 23rd of November (see separate press release for details, two hours CPD for lawyers. The group is offering this a "free sample"!)

In concluding, Sean said, "I am still extremely wedded to the freedom and autonomy of sole practice, but it is inevitable that if things are going reasonably well you will need to enhance both legal and administrative support. The rebranding is tied to that greater and broader effort".

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